The second-largest supermarket operator in the US, Supervalu, has unveiled its ‘Premium Fresh & Healthy’ programme, a customised US$1bn remodelling and new store opening scheme designed to enhance customers’ shopping experience at a shareholder meeting in New York yesterday (15 November).


The company said that the scheme uses local market insight and corporate centres of excellence in merchandising and marketing to “deliver the right store, the right offer and the right product mix to fit the neighbourhood demographics of each store.”


“SUPERVALU’s Premium Fresh & Healthy programme is all about surprising and delighting the customer,” said Duncan Mac Naughton, Supervalu executive vice president, merchandising & marketing. “Our extensive research tells us that grocery retailing today should provide consumers with products that allow them to ‘turn the dining room lights back on.’ This programme seeks to deliver compelling, timely and localised offers at the right price through combined scale, customer insight and market knowledge.”


Jeff Noddle, SUPERVALU chairman and chief executive officer, added: “I am thrilled with the collective work of the teams that were able to swiftly leverage our knowledge and creative ideas to formally launch this important store-level programme. Together, we can deliver to our customers an in-store experience that leverages our great local retail banner names with some new powerful upgrades in key departments.”

The programme will see expanded perishables departments, more international foods, more natural and organic products, and enhanced pharmacy, health and beauty departments.